Spotted! The next station stop is Florida

The bright pink campaign reached an estimated 700,000 shivering passengers per day.

In the midst of a dreary Canadian winter, there’s nothing quite like getting on a bright pink, Florida-themed subway train.

Earlier this month in Toronto, TTC passengers boarded flamingo-pink subway cars and disembarked at subway stations decked out in Florida-style colours and city insignia.

The takeover came from Visit Florida, with the travel agency targeting stations that corresponded with Florida cities in similar geographic areas. For example, Yorkdale, which sits at the Yonge-University-Spadina line’s northwest corner, was reimagined as the Florida city of Pensacola. Union Station, the southern tip of the line, became Florida Keys, which is Florida’s southernmost point.

The activation was led by Tampa-based agency Spark, which conceived the idea largely because the Yonge-University-Spadina line is shaped somewhat like the state of Florida.

In total, Spark created and purchased more than 300 different placements including posters, benches and platform pillars. The hero of the activation was at Union, which featured info booths as well as Florida-inspired holograms including flamingos, manatees, dolphins and sea turtles. Signs also indicated the real-time temperature in Florida (with an average high of 31°C).

Spark recently wrapped up the month-long campaign, which it estimated made 16 million impressions, or an average of 700,000 riders per day.

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